Media Mix Testing / Validating Brand Investment
The Challenge With cookie-based multi-touchpoint attribution becoming less reliable, the business wanted to understand if their paid media awareness activity, primarily TV and digital video, was having a direct impact on revenue. The recommendation was a media, market test across four regions selected based on their consistency to the broader customer profile Each market had […]
Tailoring Messaging to High Value Audience Clusters
The Challenge The organisation was not utilising their first-party customer data to assist their marketing team on growth opportunities Use first party customer data to build non-customer audience clusters that shared similar characteristics with existing customers A combination of a K-Means clustering algorithm and linear models was utilized to build the clusters, understand their population […]
Enhancing Revenue Outcomes Using Time Series Modelling
The Challenge The sales & revenue were seasonal, making it challenging to establish reliable sales targets. Additionally, the client found it difficult to determine the effectiveness of their marketing efforts especially paid media. Proposed building a time-series model to predict sales for an important, upcoming period. Historical data was used to train the model, which […]